Chevrolet Freaks Out Focus Groups With Woodchipper, Eggs, Broken Elevator and More

Latest Round of 'Real People, Not Actors' Pits Automaker Against Competitors in Ludicrous Roundtables

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Chevrolet and Commonwealth McCann are back with another round of gut-busting focus group stunts in the latest installment of the "Real People, Not Actors" campaign. Previously, the automaker spiced up the boring old consumer Q&A sessions by introducing killer clowns, male strippers and zombies.

Now, the brand's hijinks include hilarious pranks in which consumers are thrown into pitch black darkness, dodgy elevators and guessing games, as well as more ridiculous roundtable sessions in which the poker-faced moderator throws participants' phones into a woodchipper, unveils anachronistic tech "innovations," throws eggs and gets a little too close for comfort.

Directed by Zach Merck of Make, the ads highlight Chevy vehicles' tech innovations while targeting competitors including Nissan, Toyota, Dodge and Ford.

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Oct 01, 2015
Zach Merck
Production Company:
Creative Chairman:
Linus Karlsson
Chief Creative Officer, North America:
Gary Pascoe
Executive Creative Director:
Duffy Patten
Executive Creative Director:
Bob Guisgand
Associate Creative Director:
Mike Palese
Senior Copywriter:
Melissa Gessner
EVP, Global Director of Content:
Jeff Beverly
Executive Producer:
Kelly Balagna
Adam Davis
Adam VanDyke
Stuart Moutrie
Vanessa Nikolic
Account Director:
Rebecca Chow
Account Director:
Jacqueline Redmond
Zach Merck/MAKE
Executive Producer/MAKE Founder:
Dana Locatell
Supervising Producer/MAKE Partner:
Tim Mack
Executive Producer:
Carolina Sanborn @Spotwelders
Senior Producer:
Lisa English @Spotwelders
Livio Sanchez @Spotwelders
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